[yellow tail], the world’s most loved wine brand for six consecutive years, has launched a new campaign, developed by Dig, to show Australians that there is great tasting wine for everyone, and you don’t need to compromise on quality to find your perfect [wine] match.
To hero this campaign and help Australians find their ideal pairing, [yellow tail] has joined forces with much-loved personality and national icon Sophie Monk. Coming on board as the brand’s first-ever Australian ambassador, Sophie shares the [yellow tail] life-loving spirit – optimistic, down-to-earth, and straight-talking.
Says Monk: “I’ve been sipping on [yellow tail] Chardonnay and celebrating with [yellow tail] Bubbles for as long as I can remember. As a loyal fan already, I was genuinely thrilled to be invited to officially partner with [yellow tail], an Aussie brand that epitomises everything I love about life, love, and wine.
“What I admire most about [yellow tail] is that like me, it’s a brand that doesn’t take itself too seriously. Wine has always been about sharing a few laughs with friends or marking special moments with family – it doesn’t need to be stuffy and complicated…just really delicious.”
In her new role as [yellow tail] ambassador, Monk will play a leading role in shaping [yellow tail]’s new campaign ‘Easy to Love’, which is centered around a matchmaking game show. The tongue-in-cheek show features Monk as both the host and the five contestants, each embodying a different [yellow tail] wine varietal, as Sophie looks to find her perfect [wine] match.
Says Anna Czarnocka, global brand manager, [yellow tail]: “There is no one who better personifies an iconic Australian brand like [yellow tail] than Sophie Monk. Her spontaneity, down-to-earth charm, and love of simply delicious wine, is truly a great match for our brand.
“For more than 22 years, [yellow tail] has been creating great tasting wine that consistently over delivers on quality and value, and can be enjoyed on any occasion. [yellow tail] is an ideal pairing for anyone looking for a quality delicious wine.”
Commencing from 8 October 2023, the [yellow tail] x Sophie Monk ‘Easy to Love’ campaign will be through-the-line, activating across Broadcaster Video on Demand (BVOD), out of home media (OOH), retail, social and PR, with each playing key roles in amplifying the campaign’s message that [yellow tail] wines are a great tasting and ‘Easy To Love’. Additionally, Monk will also be the face of an exciting [yellow tail] product launch later in the year, just in time for summer and the festive season, which is a key selling period.
Says David Joubert, executive creative director at creative agency Dig: “At the heart of this campaign is a celebration of the diverse personalities and characteristics of [yellow tail] wines. Executed through the diverse personalities and characteristics of Sophie. I’d like to think we have created a piece of work that is… easy to love.”
Says Kate Bradley, managing director, Dialogue PR: “It’s an absolute pleasure to be part of the agency village to bring to life the [yellow tail] x Sophie Monk campaign. We are excited to execute a national PR campaign that includes an exclusive media and influencer event with Sophie to drive awareness and trial of the [yellow tail] range of delicious wines. The synergies between the [yellow tail] brand and Sophie’s all- Australian personality have allowed us to create compelling and engaging stories that reinforce the quality cues of [yellow tail] and encourage consumers to discover the wine range for themselves.”
Says Aaron D’Ortona, connections design director at media agency Bohemia: “With this new campaign, we’re excited to have even more Australians fall in love with the [yellow tail] brand through handcrafted, memorable media. The ‘Easy to Love’ campaign’s joyful and optimistic tone perfectly complements our ongoing media strategy and allows for us to create a connected plan, which will run across BVOD, multi- format OOH, Retail, Social Media and PR. With such a great ambassador in Sophie and her diverse personality, it allows the campaign to bring multiple stories to life for [yellow tail] which creates exciting ways for consumers to engage with the campaign.”
[yellow tail] is renowned globally for its wines’ consistent great taste and quality, showcased by the brand receiving over 550 accolades and awards over the past 22 years. [yellow tail] has also been crowned the World’s Most Powerful Wine Brand, and the Most Loved Wine Brand for six years in a row, testament to how consumers globally continue to connect to the brand.
Global Marketing Manager [yellow tail]: Anna Czarnocka
Australian Brand Manager [yellow tail]: Madeleine Legoe
Head of Marketing, Casella Family Brands: Andrew Jeffrey
Head of Communication, Casella Family Brands: Olivia Heidrich
Communications Manager, Casella Family Brands: Justine Gardiner
Dig – Creative Agency
National Executive Creative Director/Partner: David Joubert
Copywriter: Casey Clarke
Art Director: Zac Nairn
Executive Planning Director: Lucielle Vardy
Managing Director: Lisa Ramsey
Group Account Director: Andrew Grey
Senior Account Director: Gina Kaur
The Production Group
Director: Andrew Garrick
Producer: Madelin Logan
Dialogue PR – PR Agency
Managing Director: Kate Bradley
Group Account Director: Kate Harper
Account Manager: Mimi Boydell
Account Executive: Anjelica Young
Account Coordinator: Hannah Hasny
Bohemia – Media Agency
General Manager: Sev Griffiths
Connections Design Director: Aaron D’Ortona
Business Director: Inan Uzunoglu
Media Manager: James Allen
Media Executive: Ronan Horgan